Integrated Marketing Communications and Advertising
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Integrated Marketing Communications and Advertising
Included with
What you'll learn
Apply advertising and IMC frameworks to develop effective marketing communication strategies.
Analyze consumer behavior and media channels to design targeted advertising campaigns.
Evaluate and optimize integrated marketing campaigns across digital and traditional platforms.
Skills you'll gain
- Design
- Digital Advertising
- Communication
- Media Planning
- Media Strategy
- Planning
- Online Advertising
- Target Market
- Advertising Campaigns
- Target Audience
- Strategic Marketing
- Marketing
- Digital Media Strategy
- Customer Analysis
- Integrated Marketing Communications
- Marketing Communications
- Digital Marketing Campaigns
- Consumer Behaviour
- Media and Communications
- Advertising
Details to know
June 2026
28 assignments
See how employees at top companies are mastering in-demand skills
There are 7 modules in this course
Master advertising and integrated marketing communications (IMC) from strategy to execution.
Learn how brands create impactful campaigns across digital and traditional media. This course provides a comprehensive understanding of marketing communication, consumer behavior, advertising strategy, and media planning. You will explore key models like AIDA, DAGMAR, ELM, and FCB while learning how to develop creative campaigns and select effective media channels. From understanding target audiences to executing full-scale advertising campaigns, this course equips you with practical skills used in the industry. You’ll also gain insights into advertising agencies, campaign development, and modern media platforms including digital, broadcast, and print. By the end of the course, you will be able to design, implement, and evaluate integrated marketing campaigns with confidence.
Learn core marketing concepts, IMC tools, and planning frameworks to build a strong foundation in integrated marketing communication.
What's included
6 videos4 assignments
6 videos•Total 74 minutes
- Basic Concepts of Marketing•10 minutes
- Integrated Marketing Communications and Tools•12 minutes
- Planning Process•13 minutes
- Case Studies•11 minutes
- Marketing Strategy Analysis•13 minutes
- Target Marketing•14 minutes
4 assignments•Total 60 minutes
- Introduction to Marketing Principles•10 minutes
- Marketing Planning Essentials•10 minutes
- Strategic Marketing Analysis•10 minutes
- Foundations of Marketing and IMC•30 minutes
Explore segmentation, targeting, positioning, and marketing mix decisions to develop effective market-driven strategies.
What's included
6 videos4 assignments
6 videos•Total 65 minutes
- Market positioning and its strategies•13 minutes
- Marketing Program Development•13 minutes
- Distribution and Pricing Decisions•11 minutes
- Promotional Strategies•7 minutes
- Basic Communications Model•11 minutes
- Models of Consumer Response•11 minutes
4 assignments•Total 60 minutes
- Positioning and Market Strategy•10 minutes
- Pricing and Distribution Decisions•10 minutes
- Communication Foundations•10 minutes
- Market Strategy and Program Development•30 minutes
Analyze consumer response models and psychological frameworks to design effective communication strategies.
What's included
6 videos4 assignments
6 videos•Total 64 minutes
- Models of Consumer Response Continues•10 minutes
- FCB Planning Model•11 minutes
- ELM Model•11 minutes
- Advertising Objectives Introductions•11 minutes
- Advertising Objectives Basics•11 minutes
- DAGMAR Model•10 minutes
4 assignments•Total 60 minutes
- Understanding Consumer Response Models•10 minutes
- Persuasion and Communication Models•10 minutes
- Setting Advertising Objectives•10 minutes
- Consumer Behavior and Advertising Models•30 minutes
Understand agency structures, roles, functions, and evaluation methods in the advertising industry.
What's included
6 videos4 assignments
6 videos•Total 66 minutes
- Advertiser, Ad agency•13 minutes
- Centralized and Decentralized agencies•9 minutes
- Functions of ad agencies•10 minutes
- Types of ad agencies•11 minutes
- Agency compensation and evaluation•11 minutes
- Specialized marketing agencies•13 minutes
4 assignments•Total 60 minutes
- Role of Advertising Agencies•10 minutes
- Agency Functions and Types•10 minutes
- Agency Management and Specialization•10 minutes
- Advertising Agencies and Industry Structure•30 minutes
Learn how to design campaigns, develop creative strategies, and apply structured creative processes.
What's included
7 videos4 assignments
7 videos•Total 82 minutes
- Fundamentals of an AD Campaign•13 minutes
- Advertising Process•15 minutes
- Advertising Creativity•15 minutes
- Creative Risks•10 minutes
- Creativity Process•12 minutes
- Creative Strategy Development•8 minutes
- Approaches to Creativity•9 minutes
4 assignments•Total 60 minutes
- Campaign Planning Fundamentals•10 minutes
- Creativity in Advertising•10 minutes
- Developing Creative Strategies•10 minutes
- Advertising Campaign and Creative Strategy•30 minutes
Develop skills in message design, media planning, and selecting effective communication channels.
What's included
7 videos4 assignments
7 videos•Total 75 minutes
- Creative Execution and Appeals•10 minutes
- Creative Execution and Appeals Continues•10 minutes
- Basic media concepts•6 minutes
- Media planning steps•16 minutes
- Media planning process and strategies•14 minutes
- Print Media Newspapers•8 minutes
- Newspaper Classifications•11 minutes
4 assignments•Total 60 minutes
- Creative Execution Techniques•10 minutes
- Media Planning Fundamentals•10 minutes
- Media Strategies and Print Media•10 minutes
- Creative Execution and Media Planning•30 minutes
Explore print, broadcast, outdoor, and digital media channels to design integrated communication strategies.
What's included
15 videos4 assignments
15 videos•Total 126 minutes
- Newspaper Advertising•12 minutes
- Newspaper and Ad Related Terms•8 minutes
- Megazines•5 minutes
- Print Media Today and Tomorrow•13 minutes
- Broadcast Media Television•8 minutes
- TV Industry Players in India•10 minutes
- TV Industry Players in India Continues•4 minutes
- Various forms of media Part 9•7 minutes
- Measuring TV audiences•9 minutes
- Radio Industry•9 minutes
- Radio Industry Pros and Cons•4 minutes
- Outdoor Media•9 minutes
- Transit Media•10 minutes
- Sponsorship Merchandising Cinema Advertising•13 minutes
- Internet Advertising and Conclusion•5 minutes
4 assignments•Total 60 minutes
- Print Media and Publications•10 minutes
- Broadcast and Audio Media•10 minutes
- Alternative and Digital Media•10 minutes
- Media Channels and Digital Advertising Landscape•30 minutes
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